Marketing to Men

Men. How is this market segment evolving? Should there be different treatments and products for males?

This was a hot topic of conversation at the most recent Professional Beauty industry roundtable, focusing on the future of skincare.

Our beauty experts agreed that apart from some inherent differences, all skin was the same.

All of our participants –  Alpha-H founder Michelle Doherty, managing director Derma Aesthetics Simone Vescio, Skintifix founder Robyn McAlpine, Skin Correctives owner Karen Meiring de Gonzalez, Brand and Business Strategy founder Olivier Duvillard and DMK Australia New Zealand national sales manager Eddie Norcross – said that  treatments and homecare should be customised for each condition, regardless of gender.

Eddie said DMK was non-gender aligned, because “we find that skin is skin at the end of the day”.

However, they have done some specific male-focused advertising, including  turning their enzyme into a ‘manzyme’ to create awareness.

Simone said more salons were coming up with concepts like man caves and there was  an emerging trend of men-only clinics, but dermaviduals worked towards a clean packaging that was non-gender specific.

Olivier said on the global front, male skin care sales were still less than seven percent, but it was  important for brands to give men clues that they were male-friendly.

Robyn said it really did come down to the marketing “because skin is skin is skin”.

Karen said men were loyal clients who didn’t follow  trends, and would happily follow instructions.

Watch the video below to see the full discussion and make sure you visit our Roundtable hub to see what else our industry superstars had to say on the future of skincare.

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